Be Smart

What Be Smart does

Be Smart (legal name: Be Smart Serviços Financeiros Ltda) is a privately held Brazilian financial services broker founded in 2012 and headquartered in Rio de Janeiro. The company operates as part of the BE.ST group, alongside affiliated Invest Smart Agentes Autônomos de Investimento Ltda, and employs 51–100 staff. It sells five integrated product lines to individual consumers and SMBs in the Rio de Janeiro region: credit, insurance brokerage, currency exchange, real estate brokerage, and consortium (consórcio) group-purchase plans, with the consortium arm offering access to over 5,000 groups across real estate, vehicle, and service categories.

The business model is sales-led and commission-based. Revenue is generated through affiliate referral fees on insurance products (health, life, property, pensions) placed with partner insurers, transaction fees on consortium group sales including contemplated-letter resale, origination/interest income on credit products, FX spread on currency exchange, and brokerage commissions on real estate transactions. The company does not disclose pricing publicly — all products require personalized specialist consultation. Distribution is primarily direct-to-consumer via the corporate website, dedicated phone lines, WhatsApp, and email, supplemented by an organic social presence on LinkedIn, Instagram, and Facebook. A consolidated commercial partnership with InvestSmart extends the offering into autonomous investment advisory, enabling cross-sell of wealth management to existing credit, insurance, and consortium customers.

The technology footprint is minimal and not publicly disclosed: no mobile app, no public API or SDK, no proprietary platform features, and no evidence of digital onboarding or automated underwriting. The consortium offering is differentiated by an open-architecture model with multiple administrator partners, which provides breadth of product choice. Overall, Be Smart functions as a regional, multi-line financial intermediary whose competitive position is built on distribution breadth within Rio de Janeiro and the BE.ST group brand rather than on technology, data, or scale.

Name

Be Smart

Legal name

Be Smart Serviços Financeiros Ltda

Website

https://besmart.com.br

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

51–100 employees

Short description

Be Smart is a privately held Brazilian financial services broker in Rio de Janeiro offering credit, insurance, currency exchange, real estate brokerage, and consortium plans to individual consumers and SMBs through a sales-led, commission-based model and a partnership with InvestSmart.

Ownership category

akta.pro rank

Headquarters

HQ city

Rio

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Insurance Products: Commissions from insurance products including health, life, property, and pension insurance through partner insurers.
2. Consortium Administration: Group savings scheme management with over 5,000 consortium groups available, including property, vehicle, and services consortiums.
3. Credit Services: Financial credit products for individuals and businesses, likely generating origination fees or interest income.
4. Currency Exchange: Foreign exchange services for international commitments and transactions.
5. Real Estate Services: Personalized real estate buying and selling services with commission-based revenue.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Be Smart (Be Smart Serviços Financeiros Ltda) is a Brazilian financial services firm that operates as a one-stop multidisciplinary advisory offering Credit, Insurance, Currency Exchange, Real Estate brokerage, and Consortium (group purchase) plans to individuals and businesses. The company sells and arranges financial products from partner providers (insurers, consortium administrators, lenders, FX desks) and delivers them through specialist-led consultation via phone, WhatsApp, email, and its website besmart.com.br. It is part of the BE.ST group and maintains a commercial partnership with InvestSmart (Invest Smart Agentes Autônomos de Investimento Ltda) for investment-related services.

Product overview

Be Smart is a financial services company offering a multidisciplinary suite of products: Credit, Insurance, Currency Exchange, Real Estate, and Consortium. The company operates as a platform providing integrated financial solutions where Credit and Insurance serve as core offerings, supplemented by Currency Exchange services for international transactions, Real Estate advisory for property transactions, and a robust Consortium (consórcio) program offering real estate, vehicle, and service purchasing plans with over 5,000 available groups. The company was founded in 2012 and maintains a commercial partnership with InvestSmart for expanded financial services delivery.

Differentiator

Problem solved

Functional benefit

Brands

• be.smart seguros: Insurance solutions protecting life, health, property, and business, with partners offering health plans, life insurance, property insurance, and pensions.
• be.smart Consórcio

Products and services

• Credit (Crédito) Financial credit products and advisory for individuals (pessoas físicas) and businesses (pessoas jurídicas), acting as a financial ally for personal and business financing needs.
• Insurance (Seguros) Insurance brokerage covering life, health, property and casualty, business, and pension/previdência products, offered through partner insurers.
• Currency Exchange (Câmbio) Foreign currency exchange services for individuals and businesses with international transaction and commitment needs.
• Real Estate (Imóveis) Personalized real estate advisory and brokerage services for buying and selling residential and commercial properties.
• Consortium (Consórcio) Group purchasing/consortium plans for consumer goods and services, including real estate, vehicle, and service consortiums, plus sale of already-contemplated consortium letters, with over 5,000 groups available across partner administrators.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• InvestSmartcoreStrategic or Co-development PartnerBe Smart has a consolidated commercial partnership with InvestSmart (Invest Smart Agentes Autônomos de Investimento Ltda) to provide customers with greater ease in managing their financial lives. InvestSmart is a licensed autonomous investment advisor, and Be Smart Services Financeiros Ltda is affiliated under the BE.ST group.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Banco Inter: Brazilian digital bank offering accounts, credit, investments, insurance, and FX on a single app. Competes indirectly with Be Smart's digital-front door and multi-line distribution vision, but at much greater scale.
• XP Inc. Brazilian financial services platform offering investments, credit, insurance, and FX. Far larger and broader than Be Smart, but overlaps in the multi-line intermediary model targeting individuals and businesses across wealth and protection products.
• Genial Investimentos: Brazilian investment, wealth, and insurance broker serving retail and HNW clients. Comparable to Be Smart's multi-line distribution model with an integrated advisory proposition and similar individual/business segments.
• Guide Investimentos: Brazilian multi-line advisory and brokerage firm offering investments, insurance, credit, and FX. Direct overlap with Be Smart's multi-product approach and reliance on specialist-led sales.
• Porto Seguro Consórcio: Brazilian insurance-led group with a substantial consortium (vehicle, real estate, services) book. Overlaps with Be Smart's consortium and insurance distribution offerings and shares the holistic financial protection angle.

Direct peers

• Confidence Câmbio: Brazilian currency exchange specialist focused on individuals and businesses with international commitments. Direct competitor to Be Smart's Câmbio product line with similar use cases for cross-border payments.
• Embracon: Brazilian consortium administrator (and affiliated broker) covering real estate, vehicle, and service groups. Competes with Be Smart on the consortium line, where Be Smart aggregates 5,000+ groups via administrator partnerships.
• Lopes Premium: Large Brazilian real estate brokerage providing buying and selling services with personalized advisory. Directly comparable to Be Smart's Imóveis line, particularly the commission-led model for residential and commercial transactions.

Emerging players

• Rico Investimentos: Brazilian digital-first brokerage and wealth advisory with a growing credit and insurance distribution footprint. Comparable on the specialist-led, multi-product model Be Smart uses, but operating through a digital GTM.

Regional players

• Icatu Seguros: Brazilian insurance carrier focused on life, pension, and savings products. Comparable to Be Smart on the Vida and Previdência lines, though operates as a carrier rather than the brokerage/agency model Be Smart runs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/grupobesmart
• LinkedInlinkedin.com/company/besmartis
• Instagraminstagram.com/be.smart.is

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Be Smart